Babb to Serve as Advisor to Growvana, Strengthening Manufacturer Support and E-Commerce Strategy
Rebelution, a marketplace enablement leader, has appointed Kara Babb as an advisor to Growvana, Rebelution’s advanced e-commerce enablement platform, combining deep marketplace analytics, working-capital solutions, and operational tools to help brands and manufacturers scale faster and more profitably. Through Growvana, brands can leverage direct vendor and supplier relationships with multiple e-tailers and retailers to accelerate growth and broaden their market reach.
As a member of Growvana’s advisory team, Babb brings extensive experience collaborating with leading brands and manufacturers across Asia and Europe to optimize Amazon vendor strategies. Over her career at Amazon and other leading global brands, she has specialized in building profitable, long-term channel partnerships designed to drive scalable success.
“Kara brings extensive experience on both sides of the Amazon vendor table. Having managed thousands of Amazon vendors, she understands the complexity of the Amazon marketplace,” said Rohan Thambrahalli, founder and president of Rebelution and Growvana. “She works closely with manufacturers in Asia and Europe to translate their marketplace objectives into profitable, high-performing outcomes.”
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The Growvana platform supports brands and manufacturers to optimize revenue with:
- Direct supplier-to-retailer connections: Proprietary integrations that let brands serve as direct vendors on multiple e-tail platforms, cutting out middlemen and capturing better terms.
- Profitability and risk mitigation: Lower cost-to-serve by shipping against purchase orders (no returns), accelerating revenue recognition, improving cash flow and minimizing chargeback exposure.
- End-to-end order and inventory orchestration: Automated order routing, inventory synchronization across fulfillment centers and real-time shipment tracking to eliminate manual bottlenecks.
- Seamless vendor onboarding and compliance: One-click digital onboarding, EDI/API integration and chargeback protection to accelerate direct supplier listings with major retailers and e-tailers.
- Integrated capital solutions: On-platform working-capital advances, receivables financing and payables management that unlock cash flow for growth initiatives.
- Real-time marketplace intelligence: Granular, category-level data on competitors, pricing, promotions and trends across Amazon, Walmart, Target and other e-tailers.
“The Growvana platform delivers essential insights for brands and manufacturers seeking long-term success on Amazon,” said Babb, founder of HighTide Commerce. “With shifting tariffs and evolving market dynamics, especially for Chinese and European manufacturers, new strategies are more important than ever. I’m excited to work with the Growvana team to support my clients and to continue championing the platform’s value.”
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Babb is the co-founder of Flying Tiger Partners, a consultancy built by Amazon insiders and brand-side experts to help global manufacturers succeed in the complexities of Vendor Central. She specializes in helping 3P sellers transition to 1P, guiding brands through Annual Vendor Negotiations, and reclaiming control of the Amazon channel. She is also the founder of HighTide Commerce, a consultancy supporting brands with data-driven strategies, marketing automation, and traffic generation via emerging platforms like TikTok. With prior leadership roles at Amazon, Zinus, Newell Brands, and Signify, Babb brings deep experience in e-commerce, omnichannel strategy, and retail media. Her track record includes transforming underperforming channels, scaling DTC and Amazon growth, and deploying modern tech solutions across Home, Kitchen, Pets, Smart Home, and SaaS categories.
Babb holds a master’s degree in business development with a focus on China from The Ohio State University.
“I’m an advocate for helping manufacturers become next-level vendors,” continued Babb. “With firsthand experience in Amazon vendor management and deep knowledge of both 1P and 3P strategy, I look forward to helping Growvana and our mutual customers create high-performing Amazon relationships.”